This document contains an agenda for an advocacy marketing event. The agenda includes opening and closing remarks from Jim Williams of Influitive, as well as several speaker sessions on topics related to customer advocacy and its impact on demand generation, advocacy and pipeline management, and what constitutes an advocacy advantage. Hashtags throughout indicate the event is focused on the topic of #advocacyadv.

1. Jim Williams
VP of Marketing, Influitive
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Today’s Agenda
2:00PM Opening Remarks with Jim Williams, Influitive
2:30PM Customer Advocacy: Its Impact on Demand Creation with Jen Horton, SiriusDecisions
3:05PM Advocacy & Pipeline with Amy Bills, Blackbaud
3:30PM Networking Break
4:10PM Kevin Magnum, Starr Conspiracy
4:35PM What Is Your Advocacy Advantage? with Deena Zenyk, Influitive
5:00PM Closing Remarks
5:10PM Networking and Appetizers
#advocacyadv

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#advocacyadv

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Has marketing hit a wall?!
#advocacyadv

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!
79% leads never
convert to sales
68% believe content
strategies are ineffective
64% don’t trust
company information
Marketers are missing their targets
#advocacyadv

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!
#advocacyadv

8. Your buyers have evolved
skeptical. wary. peer-driven.
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92% that trust recommendations from peers, not brands
Sources: Nielson
#advocacyadv

9. Self-ish Marketing
• Company talking about itself
• Pushing products
• Handful of go-to references
• Companies controlling the brand
• NOISE
Advocate Marketing
• Customers raving in public
• Building lifetime relationships
• Army of advocates
• Brands built by customers
• Cut through the noise
to
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Maybe it’s time for a new model
#advocacyadv

10. 3,900%
growth in referred pipeline
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Crowd source revenue
#advocacyadv

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225Authentic customer
reviews
Build new categories...
#advocacyadv

12. 22points higher than the
average NPS score
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Differentiate on customer delight
#advocacyadv

13. the best spark a
movement
powered by a
groundswell of advocates
13 #advocacyadv

14. It becomes a strategic imperative
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A central organizing
principle
embedded in the fabric
of the company
Human
experience
authentic, deeply
personalized, sense of
community
Everywhere
advocacy happens
persistent engagement of
100s to 1000s of advocates
#advocacyadv

15. Access Power
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Status Belonging
Driven by social triggers
#advocacyadv

16. 16 #advocacyadv

17. #advocacyadv

18. Where’s the customer in your
marketing strategy?
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Spark the movement